Increasing Revenues to
Historic High
Re-Branding In Record Time
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“DMR exceeded our expectations. They provided insight, guided our advertising agency selection and provided a roadmap for our new
advertising and promotional strategy."
"DMR helped direct the entire branding and marketing communications strategy for Marlo
Furniture, with results leading to strong sales growth and increased profit margins as well. The increase in profits with such strong sales
growth was something we didn’t even anticipate.“
Neal Glickfield
President
Marlo Furniture Company |
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Marlo Furniture is the largest retail furniture operation in the Mid-Atlantic region. It is listed by Furniture Today as one of the top 50 volume-furniture stores in the country.
Objectives
Marlo’s president wanted to re-brand Marlo and combat increasingly aggressive competition from national retail chains. The demands of the twenty-first century provided an opportunity for increasing market penetration and leveraging latent demand. |
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Process
DMR used its proprietary brand building methodology – ACE™ - together with a thorough analysis of competitors’ marketing messages, mediums, advertising and sales strategies.
Results
The results provided new insight into the ideal brand position for Marlo: one that would leverage its strength and provide a unique and highly salient competitive point of difference.
These findings drove the content, visuals and tone of new print and TV advertising. A new tagline and logo echoing the brand identity were introduced. Implications for new merchandising were also identified.
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